Sometimes when you have bad news its best to get in first. Take action. Get on the front foot. Control the message. That’s exactly what Maria Sharapova did when she announced she had failed a drug test. Journalists thought they were attending her retirement announcement. What they got was a massive story no one saw coming. Maria admitted her mistake. Explained why she had been taking the drug. Apologised to her fans and to the tennis world. Took full responsibility for the failed test.

There’s no doubt Maria will pay a penalty both in the form of a suspension and the likely fallout with her sponsors. But in my view Maria Sharapova has done everything she can to protect her personal brand and reputation. Sometimes the best thing you can do in a time of crisis is admit the mistake, apologise and be real. Maria Sharapova did all of that in spades.